M&C’s LIDA wins The Open University brief

M&C Saatchi marketing agency LIDA has won The Open University’s integrated account. The business moves from AMV BBDO following a competitive Crown Commercial Service pitch that kicked off in January.

LIDA has been charged with developing a customer driven strategy across all of The Open University’s student acquisition and the fundraising activity. The strategic and creative work goes live in April.

The Open University director of marketing Debbie Britton says: “We have been impressed by LIDA’s experience, insight and passion for our business. We look forward to working with them on some bold and exciting ideas.”

LIDA chairman Matthew Heath says: “The Open University is an extraordinary institution which is more relevant than ever. We are very excited to be creating a new approach for them to capture their unique spirit and capabilities.” The news follows the recent appointment of Trefor Thomas as LIDA’s CCO.

The Open University was one of the better inventions of Harold Wilson’s Labour government in the 1960s. Somewhat neglected over the years, its part-time higher education offer should be in for a revival as more and more would-students are deterred by high full-time tuition costs. But The Open University has itself been criticised for hiking fees.